Using Community Management
Strategies to Build Relationships,
Support Culture Change and Engage
Employees
Chris Catania, O...
Who We Are and What We Do
2
•s
•s
•s
•s
•s•s
•s
•s
Community Pharmacy
Outpatient Pharmacies
Well Transitions
Mail Pharmacy...
As We Travel Down The Path
 How we got started
 What we’ve learned during
the first miles of our
internal social journey...
Our Challenge
©2013 Walgreen Co. All rights reserved. 4
 Analyze, understand and organize the current Walgreens internal
...
How We Got Started
Executing Our Community Management
Strategy
 Started Small: created a “1-9-90” pilot community to test...
Our Vision: Communities With A Purpose
©2013 Walgreen Co. All rights reserved. 6
 Demonstrate how strategic community
man...
Then…We Launched The Wall: Our New
Social Intranet
©2013 Walgreen Co. All rights reserved. 7
Success Stories
Connecting Team Members To The Business
Our communities are helping team members to feel more connected to
the company
“Th...
Solving Problems & Saving Resources
©2013 Walgreen Co. All rights reserved. 10
Our communities are helping team members sa...
The Value of Community Management
It’s not optional. It’s a must.
“When I came to Walgreens to lead the Internal Communica...
Other Important Stuff We Did Along The Way
 Learn from SharePoint, Yammer
integration
 Focused on champions, built on wi...
Our Results
©2013 Walgreen Co. All rights reserved. 13
So far during journey we’ve…
 Utilized pilot phases to successfull...
Keys To Success
©2013 Walgreen Co. All rights reserved. 14
:
 Established clear business goals for
communities and social...
What We’re Aiming For Next
Our Goal: demonstrate the business value of employee
communities and strategic community manage...
Thanks!
Chris Catania
chris.catania@walgreens.com
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Using community management strategies to drive social intranet adoption, collaboration and employee engagement By: Chris Catania

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Using community management strategies to drive social intranet adoption, collaboration and employee engagement By: Chris Catania

  1. 1. Using Community Management Strategies to Build Relationships, Support Culture Change and Engage Employees Chris Catania, Online Community Manager 5/6/14 ©2013 Walgreen Co. All rights reserved.
  2. 2. Who We Are and What We Do 2 •s •s •s •s •s•s •s •s Community Pharmacy Outpatient Pharmacies Well Transitions Mail Pharmacy Workplace Health Centers Infusion Services Specialty Pharmacy Healthcare Clinics SM
  3. 3. As We Travel Down The Path  How we got started  What we’ve learned during the first miles of our internal social journey  How we’re evolving our communities and social eco-system through strategic community management ©2013 Walgreen Co. All rights reserved. 3
  4. 4. Our Challenge ©2013 Walgreen Co. All rights reserved. 4  Analyze, understand and organize the current Walgreens internal social eco-system  Develop and manage the existing employee communities while preparing for a social intranet rollout  Demonstrate the business value of employee communities  Live out the Walgreens Corporate Communications charter: “Connect people to the business and each other”
  5. 5. How We Got Started Executing Our Community Management Strategy  Started Small: created a “1-9-90” pilot community to test and experiment with social strategy  Created Internal Social Playbook, aligned it with external social media policy  Listened and then engaged with the “1-9-90” within current community ecosystem  Asked for their “3 interests”  Hosted one-on-one meetings and offline community meetups  Modeled desired community behaviors within internal social ecosystem  Conducted internal divisional and department road tours ©2013 Walgreen Co. All rights reserved. 5
  6. 6. Our Vision: Communities With A Purpose ©2013 Walgreen Co. All rights reserved. 6  Demonstrate how strategic community management supports the business.  Live out the Corp Comms charter: “Connect people to the business and each other”  Model the Community Guiding Principles  Align groups and community editorial content to publications and company strategy  Integrated to SharePoint editorial calendar Wall Community groups
  7. 7. Then…We Launched The Wall: Our New Social Intranet ©2013 Walgreen Co. All rights reserved. 7
  8. 8. Success Stories
  9. 9. Connecting Team Members To The Business Our communities are helping team members to feel more connected to the company “This experience has shown me how our community gives us the opportunity to be more engaged and motivated while at work. Contributing to discussions about product ideas and customer experience has made me think more about how what I do every day is connected to and impacts company strategy.” - Help Center team member, shared during community Meetup ©2013 Walgreen Co. All rights reserved. 9
  10. 10. Solving Problems & Saving Resources ©2013 Walgreen Co. All rights reserved. 10 Our communities are helping team members save resources and quickly find subject matter experts “This year, I was able to post my macro problem and leverage the community to solve our annual macro problem. Had I not had access to the community, it would have had cost implications for our division as well as the company. Our community allowed me to connect with an expert community, allowing my problem to be solved much more quickly and cost effectively.” - Finance Team Member
  11. 11. The Value of Community Management It’s not optional. It’s a must. “When I came to Walgreens to lead the Internal Communications team, I had an understanding of social media and its communication implications. But I didn’t have that same understanding of what a Community Manager does. Now I do. And I have to say that, in addition to having the right platform in place, any company looking to launch a social intranet needs to have a strong Community Manager and internal social strategy, in addition to a Content Management plan. I don’t see that as optional.” - Internal Communications Team Lead ©2013 Walgreen Co. All rights reserved. 11
  12. 12. Other Important Stuff We Did Along The Way  Learn from SharePoint, Yammer integration  Focused on champions, built on wins  Wall Blog: regular reporting and recognition  Engaged business units and created cross-functional work stream teams  Began creating framework for Center of Excellence and Social Media Council ©2013 Walgreen Co. All rights reserved. 12 Wall Community post (Yammer)
  13. 13. Our Results ©2013 Walgreen Co. All rights reserved. 13 So far during journey we’ve…  Utilized pilot phases to successfully test and refine our content, engagement and measurement strategy  Identified 50+ additional business use cases and strategic community opportunities  Launched to corporate audience, field and supply chain leadership  Completed social intranet rollout phase 1  Community Guiding Principles being adopted, self-moderating emerging  Over 32,000 unique conversations (80% business, 20% social related)  Maintaining 20-30% active user rate since launch  Demonstrated business value of employee communities for connecting, recognition, asking questions, getting answers, identifying SMEs  60% have joined the community and created a social profile
  14. 14. Keys To Success ©2013 Walgreen Co. All rights reserved. 14 :  Established clear business goals for communities and social intranet  Hosted one-on-one pilot member meetings, offline meetups and divisional road tours  Modeled and highlighted desired community behaviors  Consistent and compelling business-value storytelling  Close partnership between IT, Communications and other key stakeholders  Practice “strategic experimentation”  Walgreens News Center group  Webinars, Live blogging, real-time live updates for town halls, store openings  Hashtags with a purpose
  15. 15. What We’re Aiming For Next Our Goal: demonstrate the business value of employee communities and strategic community management. Key actions we’re taking:  Continue social intranet companywide rollout  Develop formal training and onboarding programs  Ongoing executive and stakeholder education  Refine strategy using new internal community management data and research: evolving beyond the “1-9-90”  Regular reporting, business value storytelling, conversation analysis  Continue to align our community goals with company cultural beliefs ©2013 Walgreen Co. All rights reserved. 15
  16. 16. Thanks! Chris Catania chris.catania@walgreens.com

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